Download 1. A company`s total marketing communications mix consists of a

1.
A company's total marketing communications mix consists of a special blend of advertising, sales
promotion, public relations, personal selling, and direct-marketing tools that the company uses to
communicate customer value and build customer relationships. This is also called ________.
2.
a.
direct marketing
b.
integrated marketing
c.
the promotion mix
d.
competitive marketing
e.
target marketing
Any paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified
sponsor is called ________.
3.
4.
a.
sales promotion
b.
direct marketing
c.
advertising
d.
personal selling
e.
public relations
Which of the following is NOT a major category in the promotion mix?
a.
advertising
b.
sales promotion
c.
public relations
d.
strategic positioning
e.
direct marketing
Today's consumers do not need to rely on marketer-supplied information about products and services
because they can use ________ to seek out a wealth of information.
5.
a.
public relations
b.
direct marketing
c.
the Internet and other technologies
d.
mass market media
e.
informative advertising
Which of the following is NOT an example of a specialized and highly-targeted media that an advertiser
might use to reach smaller customer segments?
a.
cable television channels
b.
e-mail
c.
blogs
6.
d.
network television
e.
online social networks
In the "chaos scenario" predicted by some advertising industry experts, the old mass-media
communications model will be abandoned in favor of ________.
7.
a.
public relations
b.
direct marketing
c.
push and pull strategies
d.
new technologies
e.
buzz marketing
Which of the following best explains why companies often fail to integrate their various communications
to consumers?
8.
a.
Historically, consumers have been able to distinguish between message sources.
b.
Public relations is usually given priority over advertising.
c.
Communications often come from different parts of the company.
d.
Personal selling and sales promotion are in direct conflict.
e.
Companies have failed to understand the concept of brand contact.
Advertising, sales promotion, personal selling, public relations, and direct marketing are all ________.
a.
communications channels that should be integrated under the concept of integrated marketing
communications.
9.
b.
communications channels focused more on narrowcasting than broadcasting
c.
promotional tools used for push strategies but not pull strategies
d.
promotional tools used for pull strategies but not push strategies
e.
promotional tools adapted for use in mass marketing
To produce better communications consistency, a unified company image, and greater sales impact,
some companies employ a(n) ________.
10.
a.
advertising agency
b.
marketing communications director
c.
public relations specialist
d.
personal sales force
e.
media buyer
________ is the company's most expensive promotion tool.
a.
Advertising
b.
Personal selling
11.
12.
13.
14.
c.
Mass media
d.
Public relations
e.
Publicity
Sales promotion features a wide assortment of tools. Which is NOT one of these tools?
a.
contests
b.
premiums
c.
catalogs
d.
coupons
e.
cents-off deals
"Buy it now" is the message of ________.
a.
personal selling
b.
advertising
c.
a nonpersonal communication channel
d.
sales promotion
e.
Publicity
Which promotional mix strategy directs marketing efforts toward final consumers?
a.
push
b.
blitz
c.
pull
d.
buzz
e.
Pulse
Business-to-consumer companies are more likely to emphasize a ________ promotion strategy, while
business-to-business companies are more likely to emphasize a ________ promotion strategy.
15.
a.
pull; push
b.
push; pull
c.
pulse; pull
d.
continuity; pulse
e.
pulse; continuity
Advertising ________ define the task that advertising must do with a specific target audience during a
specific period of time.
a.
objectives
b.
budgets
c.
strategies
d.
campaigns
e.
evaluations
1.
The use of short-term incentives to encourage the purchase or sale of a product or service is called
________.
2.
a.
direct marketing
b.
sales promotion
c.
personal selling
d.
public relations
e.
Publicity
Which of the five major promotion tools includes building up a positive corporate image and handling
unfavorable stories and events?
3.
a.
sales promotion
b.
personal selling
c.
direct marketing
d.
public relations
e.
direct marketing
The promotion mix is the company's primary communication activity; the marketing mix must be
coordinated for the greatest communication impact. What is NOT included in the entire marketing mix?
4.
a.
product
b.
competitor
c.
price
d.
place
e.
promotion
Which of the following is NOT a factor in the changes occurring in today's marketing communications?
a.
Mass markets have fragmented, and marketers are shifting away from mass marketing.
b.
Improvements in communication technologies are changing how companies and customers
communicate with each other.
5.
c.
Companies routinely invest millions of dollars in the mass media.
d.
Mass media no longer capture the majority of promotional budgets.
e.
Consumers are better informed about products and services.
Companies are doing less ________ and more ________ as a result of an explosion of more focused
media that better match today's targeting strategies.
a.
marketing; media
b.
media; sales
c.
narrowcasting; broadcasting
6.
d.
broadcasting; narrowcasting
e.
advertising; word-of-mouth
All of the following are reasons that marketers are losing confidence in television advertising EXCEPT
which one?
7.
a.
Ad clutter is increasing.
b.
TV and other mass media still capture the lion's share of promotional budgets.
c.
Many viewers are using DVRs.
d.
Many consumers are using different media to watch programs.
e.
TV audience size is on the decline.
More companies are adopting the concept of ________, which carefully coordinates the company's
many communication channels to deliver a clear, consistent, and compelling message about the
organization and its brands.
8.
a.
integrated marketing communications
b.
integrated personal selling
c.
integrated competitive methods
d.
nonpersonal communication channels
e.
buzz marketing
Integrated marketing communications require a company's mass-market advertisements, Web site, email, and personal selling communications to all have ________.
9.
a.
equal portions of the advertising budget
b.
independent communications directors
c.
separate marketing objectives
d.
the same target audience
e.
the same message, look, and feel
Advertising has some shortcomings. What is NOT one of them?
a.
It is impersonal.
b.
It can be very costly.
c.
It slowly reaches many people.
d.
It carries on one-way communication with the audience.
e.
It does not make audiences feel the need to respond.
10.
Which promotional tool is most effective in building up buyers' preferences, convictions, and, most
importantly, actions?
11.
a.
mass-market advertising
b.
segmented advertising
c.
sales promotion
d.
public relations
e.
personal selling
________ consists of short-term incentives to encourage the purchase or sale of a product or service.
a.
A patronage reward
b.
A segmented promotion
c.
Advertising
d.
Sales promotion
e.
Publicity
a.
segmented advertising
b.
sales promotions
c.
public relations
d.
brand contacts
e.
direct marketing
13.
14.
Which promotional mix strategy directs marketing efforts toward market channel members?
a.
push
b.
blitz
c.
pull
d.
buzz
e.
pulse
All of the following are important decisions during the process of developing an advertising program
EXCEPT which one?
15.
a.
setting advertising objectives
b.
setting the advertising budget
c.
developing advertising strategy
d.
selecting a target market
e.
evaluating advertising campaigns
Advertising ________ can be classified by primary purpose–whether the aim is to inform, persuade, or
remind.
a.
objectives
b.
budgets
c.
evaluations
d.
campaigns
e.
logos
1.
________ is used heavily when introducing a new product category. The objective is to build primary
demand.
2.
a.
Persuasive advertising
b.
Informative advertising
c.
Comparative advertising
d.
Patronage advertising
e.
Institutional advertising
Persuasive advertising becomes comparative advertising, also known as ________, when a company
directly or indirectly compares its brand with one or more other brands.
3.
a.
informative advertising
b.
reminder advertising
c.
attack advertising
d.
POP promotion advertising
e.
institutional advertising
After determining its advertising objectives, the company's next step in developing an advertising
program is to ________.
4.
a.
set its advertising budget
b.
evaluate ad campaigns
c.
develop an ad strategy
d.
make message decisions
e.
make media decisions
A company decides on its promotion budget by using four common methods to set the total budget for
advertising. What is NOT one of these methods?
5.
a.
the affordable method
b.
the percentage-of-sales method
c.
the integrated method
d.
the competitive-parity method
e.
the objective-and-task method
Which method of setting an advertising budget is based on analyzing competitors' spending?
a.
affordable method
b.
percentage-of-sales method
c.
competitive-parity method
d.
objective-and-task method
e.
6.
integrated method
Today, which of the following is often a more important element of developing an advertising strategy
than the creative elements of the campaign?
7.
8.
a.
selecting the right advertising media
b.
using sophisticated statistical models
c.
setting advertising objectives
d.
evaluating advertising campaigns
e.
setting the advertising budget
To succeed, an advertisement must ________.
a.
have a significant budget
b.
be placed during prime time
c.
be high frequency
d.
interrupt or disrupt
e.
gain attention and be engaging
A term that has come to represent the merging of advertising and entertainment in an effort to create
new avenues for reaching consumers with more engaging messages is ________.
9.
10.
a.
Madison & Vine
b.
Hollywood & Vine
c.
Hollywood & Madison
d.
Saks Fifth Avenue
e.
Hollywood and Wall Street
Product placement in television programs and movies is an example of ________.
a.
branded entertainment
b.
advertainment
c.
lifestyle execution
d.
mood execution
e.
consumer generated content
Developing an effective message strategy begins with identifying ________ that can be used as
advertising appeals.
a.
consumer trends
b.
competitors' weaknesses
11.
c.
competitors' strengths
d.
customer benefits
e.
consumer emotions
After creating message strategy statements, the advertiser must develop a(n) ________ that will bring
the message strategy to life in a distinctive and memorable way.
12.
a.
creative concept
b.
customer strategy
c.
customer benefit
d.
execution style
e.
media vehicle
________ is the message execution style that depicts one or more typical people using the product in a
normal setting.
13.
14.
a.
Lifestyle
b.
Fantasy
c.
Slice of life
d.
Personality symbol
e.
Testimonial evidence
Ads that are built around dream themes use which type of execution style?
a.
mood or image
b.
musical
c.
fantasy
d.
slice of life
e.
scientific evidence
The AFLAC duck and Tony the Tiger are examples of ________ used in successful advertising
campaigns.
15.
a.
slice of life appeals
b.
creative endorsements
c.
testimonials
d.
celebrity spokespeople
e.
personality symbols
An amateur video showing the result of mixing Diet Coke with Mentos candies is an example of which
growing trend in advertising?
16.
17.
a.
YouTube webisodes
b.
consumer-generated messages
c.
multiple minicampaigns
d.
consumer-driven promotions
e.
competitive consumer messages
Which of the following is NOT one of the major steps in selecting advertising media?
a.
deciding on reach, frequency, and impact
b.
choosing among major media types
c.
selecting specific media vehicles
d.
deciding on format elements
e.
deciding on timing
________ is a measure of the percentage of people in the target market who are exposed to the ad
campaign during a given period of time.
18.
19.
a.
Reach
b.
Qualitative value
c.
Impact
d.
Premium
e.
Frequency
For many years, ________ have dominated the media mix used by national advertisers.
a.
radio and television
b.
television and magazines
c.
direct mail and billboards
d.
radio and digital media
e.
newspapers and direct mail
Advertisers are increasingly shifting larger portions of their budgets to media that cost less and target
more effectively. Which of the following does NOT benefit from this shift?
a.
outdoor advertising
b.
cable television
c.
network television
d.
digital satellite television systems
e.
Internet advertising
20.
21.
The media planner looks both at the total cost of using a medium and at the ________.
a.
cost per thousand persons reached
b.
cost of premium offers
c.
cost of the magazine it is using
d.
opportunity cost
e.
continuity cost
In selecting media vehicles, the planner must balance media costs against several media effectiveness
factors. First, the planner should evaluate the media vehicle's ________.
a.
audience quality
b.
audience attention
c.
editorial quality
d.
market coverage
e.
pass-along audience
22.
23.
The goal of ________ is to make an advertisement so useful that people want to watch it.
a.
branded entertainment
b.
advertainment
c.
audience engagement
d.
fantasy execution
e.
testimonial endorsement
________ is the first step in creating effective advertising messages–deciding what general message will
be communicated to consumers.
24.
a.
Eliminating advertising clutter
b.
Message strategy
c.
Media opportunity
d.
Rewarding consumers
e.
Selecting the medium
________ tend to be plain, straightforward outlines of benefits and positioning points that the advertiser
wants to stress.
25.
a.
Execution styles
b.
Message strategy statements
c.
Creative concept strategies
d.
Advertising appeals
e.
Branded entertainment plans
VOD (video on demand) and DVRs (digital video recorders) present which of the following problems for
marketers?
a.
Consumers are watching less television.
b.
Consumers have difficulty attending to specific advertising messages due to advertising clutter.
c.
Audiences are less interested in media consumption.
d.
Consumers have more choices about what to watch or not watch.
e.
Television advertising is becoming more expensive.